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CENTREPOINT

THE REGION’S LARGEST FAMILY FASHION BRAND

"FAMILY CLOCK" CAMPAIGN AIMED AT BRINGING GENERATIONS CLOSER

CHERISH THE FAMILY – WORLD
FAMILY DAY 2015 CAMPAIGN

Centrepoint is the region’s largest family fashion brand. When they came to us with the proposal to launch a campaign that would encourage people to spend more time with their families, they also brought some worrying statistics. Many studies and reports state that families today are spending an increasingly low amount of quality time together. In UAE, 46% of the families spend less than an hour together each day, and future trends are not encouraging.

Under these circumstances, Centrepoint had a lovely idea: to launch a social initiative for its World Family Day 2015 campaign through a social media campaign called “Family Clock”. Through written and video content, the users were encouraged to make time for their families. The budget was limited and the time short, but the greatest challenge was to communicate in such a manner that would not make the audience feel like being accused of not spending enough time with their families. It is a perilous road to tell people that their family life isn’t as high quality as it is supposed to be, but we managed to find balance and get our message out there.

A FAMILIAR FACE ANDAN EMOTIONALMESSAGE

WHEN ADVICE COMES FROM
PEOPLE CLOSEST TO YOU, YOU
TEND TO PAY MORE ATTENTION

To tell people that they need to spend more time with their families without offending them is tricky, but we discovered the way to do it. The creative idea was to communicate the key messages of “togetherness” and “family time” through a familiar face: somebody’s parent, somebody’s grandparent. One generation offering advice on making memories and passing on their words of wisdom and personal experiences to the next generation.

It didn’t matter that the face communicating the message was unknown to the user. The status mattered more. In this case, it was somebody’s father and anybody can relate to that. We didn’t use predictable imagery or typical situations but tailored the message to the audience’s emotional needs. And it worked perfectly.

THE FAMILY CLOCK

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ONLY 24 HOURS TO GO VIRAL

The video we created on Centrepoint’s Facebook went viral in 24 hours. It struck a chord with the audience and became the core of Centrepoint’s Family Clock campaign. It received standing ovations from social media users, likes, comments and shares across all social platforms. The campaign was a success because, through a simple, yet powerful idea, it closed the gap between generations and united them with the single purpose of increasing the amount of quality time they spend together.